"CoverGirl has always been inclusive and is known for pushing the boundaries of what it means to be beautiful, which means we have a responsibility to elevate how we connect and communicate with people," Ukonwa Ojo, COVERGIRL's SVP told BuzzFeed News.

"This is bigger than a new campaign or a tagline. We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, how, and why people wear makeup."

As part of its rebranding, they are also reinventing their packaging, product design, and logo, as noted by BuzzFeed.